How to Manage Different SEO Leadership Styles

The success of a company’s in-house search marketer is determined by interdepartmental cooperation and the individual’s ability to work within a leader’s approach. Learning to function within an organization’s political and leadership structure is a necessary skill.

  1. 1.      Hands Off Leader

So your new boss is still using an AOL email address? The hands-off leader is the old school leader who gained success prior to the advent of the internet and has no high regard for online display, email, or PPC. Mr. Hands Off has probably chosen to steer clear of search as a success channel. Your challenge is achieving cross-departmental cooperation, which you can through awarding other departments with the success of business metrics and by over communicating. You must outperform other channels and achieve early wins, as well as report metrics up as high and widely as possible. The business metrics you should consider using include ROI, cost of acquisition, and cost of sales.

  1. 2.      Confidently Ignorant Leader

This is a leader who has prior experience working at online property, but has never really worked on the property and cannot even tell between a magic wand and a canonical tag. You will never hear “I don’t know.” The Confidently Ignorant is well aware of the importance of search, and your challenge is to focus on the search agenda not their confused directives and buzzwords. Use their bluster for garnering support across departments. Have a disciplined approach and update them with the technical details, which will simultaneously educate and bore them. Finally, ascribe the search project’s success to them. This way you will secure support for future undertakings.

  1. 3.      Aspiring Growth Leader

Such leaders are confident of how greatly needed their products are. They often run start-ups and are sure a flood of business will flow from the Interweb. They fail to fully understand competitive and time factors around search, and consider the undertaking as more of ranking reports. You can best work with an Aspiring Growth leader by giving them a reality education. Communicate the tactical and technical components of search to them early and often. The details will bore them but they will realize payoff cannot be expected immediately. They will acquire confidence in your skills.

  1. 4.      SEO Maven Leader

This is a high-end technical expert who owns a degree in the field and most likely personally coded their first business, which they then sold. Such leaders are experts in all search best practices and have even created quite impressive in-house reporting tools in place of Google Analytics. Your job will be defined by humility. The theme is tests, and the overriding perspective is “what have you done for me lately.”




Why Content Marketing?

Content marketing is the creation and sharing of original media and publishing content aimed at acquiring and enlarging customer base by providing valuable and entertaining content. It’s widely gaining acceptance and usage as a crucial marketing method. As per Content Marketing Institute, over 85% of marketers are now using it due to its effectiveness.

What is Content Marketing?

This is Informative published content in an online environment that can be images, infographics, blogs, YouTube videos etc. It also involves utilisation of keywords to develop content, ensuring website’s visibility. The wealth of content creation methods available means a business is only limited by its imagination. Fortunately, businesses can outsource content creation to creative personalities who, if the internet is anything to go by, are an endless commodity.

What are its benefits?

First, this method is informative. Consumers tend to listen more closely when you aren’t asking them for money or hyping product.  By providing relevant and valuable information you develop a unique relationship with your clientele. This builds customer equity, trust and loyalty.

Secondly, it is neither intrusive nor distracting as conventional advertising is; a survey showed that conventional online advertising is disliked for being distracting, non-engaging and for fear of spam and viruses. Good content is engaging and entertaining; people will trust and like businesses they identify with.

Thirdly, a simple cost benefit analysis shows that content is cheap and easy to create and share as opposed to conventional ad-spaces; simply put, you get more bang for your buck. This effectiveness has huge corporations out of their corporate castles engaging the consumer at his level – and he is responding.

Fourth, most people when making business decisions prefer to rely on informative articles rather than advertising puffery. By engaging in content marketing they are better informed and educated about the product/business. They then are likely to become clients, forming fierce brand loyalty.

Lastly, proper content marketing utilizes keywords and tags to ensure wide and effective reach. This boosts visibility to potential customers and uses existing customers’ equity to reel in new business.

How to do it most effectively?

Study your target audience in order to develop a strategy for effective communication.  Guarantee the highest standards, creativity and variety by hiring a professional. Insure content is informative and entertaining and mirrors the business’s attitude and goals. Last step is ensuring that the content reaches the targets through social media channels.

Read more about SEO and Social SEO here.

Why Social SEO is a Must for Your Business

Traffic to a website is no longer solely determined by its content and effective use of keywords and Meta tags; now due to changes in the SEO landscape, a business’s total online presence has become a considerable factor. Google updated its SEO algorithm to now track the total online presence of a business by checking its Facebook, Twitter, Google+ and YouTube presence to determine how high to rank it in their search engine. This means businesses have to keep evolving their SEO strategies to ensure that they remain relevant.

 Using Social SEO to Promote Business

For any business seeking to succeed, a well formulated online marketing strategy is an indispensable necessity. The new Google algorithm takes into account the social media presence of a business and has thereby transformed Social Media from just a place to post funny pictures of cats to a significant marketing platform. The number of mentions your website gets on social media helps determine how relevant your website is; other factors that have become increasingly relevant for example are the existence of a Facebook and/or Twitter page, the number of likes or followers and the relevance of your status updates and tweets to your clientele.

Do Businesses need  Social SEO?

YES! The answer is a most emphatic and no holds barred yes. Google as the single largest search engine has an immeasurable impact on the visibility and therefore success of an online venture. It has updated its search algorithm directed towards SEO’s with two crucial updates, Penguin and Panda, whose mission is to weed out the websites that do not meet quality standards in relevancy, content and uniqueness.

You might be wondering whether not having a social media presence is detrimental to your business; lack of a social media presence can be as detrimental to your online presence as having a poor presence. The new parameters of SEO visibility takes into account customer satisfaction and appeal and this is best measured through social media feedback.

The Social Media presence needs to be dynamic, effective and relevant to clients in order to create positive feedback which boosts a business’s visibility and can even drag it from the murky waters of inconspicuousness to the heights of high traffic popularity. Achieving this requires a properly integrated Social SEO strategy.

Find more tips on how to properly optimize your content here.

What is Content Marketing?

Since man landed on the moon, which is ages ago, the world has changed so dramatically that a 5-year time capsule could easily be mistaken for a 10-year-one. Industries have evolved, great inventions realized, marketing strategies…blah blah blah! This is one terrific start but if the rest of the blog’s content has nothing new, interesting or of value to offer, it’s all garbage. “Why?” you may ask. Hold onto that question, as you read on and discover the greatest secret to getting content that is irresistible for both people and machines.

All around you is the term content marketing. Everyone is talking about it. Even multinational corporations and global leaders like Coca Cola, Cisco Systems and Microsoft are committing their resources to it. The 2010s have started with a hype that threatens to make content marketing the cliché of the decade. People are finding ways around traditional advertising strategies like TV commercials, magazine ads and online click buttons and banners through the use of DVRs and ignoring all banners and buttons when browsing the internet. A war of modern marketing vs traditional marketing has been waged, and content marketing is at the forefront.

Perhaps this is a good thing, seeing as it is that content marketing is at the core of marketing strategies by industrial shakers and movers. Marketing experts and thought leaders perceive it as the path the world is headed for, considering traditional techniques are every minute losing their power. Ask the likes of Seth Godin and other famous thought leaders and you will also realize content marketing is not just the future but already the present.

Without further ado, let’s get down to defining content marketing in relation to a regular online store owner. This is essentially creating and freely distributing valuable and relevant content to existing and potential consumers to make them more intelligent to the operations of your niche and ultimately make sales. It could be defined more simply as informative content development but a little swagger never did anyone any harm, right?

For an effective marketing plan, it is important that you do not just jump in and start giving out stuff across the internet with no concrete plan. You have to first define and understand your target audience. Do a serious research to determine the content platform they prefer, be it blog sites, news sites, YouTube, Twitter or Facebook. Learn their behavioural trends, personality, needs, problems and solutions.

Your content should be developed bearing provision of information or entertainment to this niche in mind. It is crucial that you understand you are not trying to sell stuff to people. Honestly, it’s just irksome when you see a web page that promises heaven but when you open it you find cheap and overused lines trying to lure you into doing whatever the website needs done to make money.

Create content that is compelling using articles, podcasts, videos, photo galleries or even narratives. This is where your creativity serves you perfectly but if you are not much endowed, then for the sake of all you believe in, stop being stringent with your purse and hire a professional content developer!

The good thing about professionals is that they create the content and also upload it on the appropriate platforms. However, you will want to go through their work and ensure it’s what you need. You certainly do not want it to be so dreadfully erroneous or boring that you risk your audience deserting and search engines penalizing you.

Whether you are rebranding yourself or starting out, keep in mind that there are no shortcuts to successful content marketing.  Invest money and effort into making your strategy captivating, or else don’t bother to even try. The game you are playing here involves high stakes and the amount of affinity you create for your website and the relationships you develop will be key in establishing brand preference and making you a market authority.

If you’d like to learn more about SEO and how to make your website visible please read more here.


Timeless Tips from Blog SEO Gurus to Help You Rank Better in Bing and Google

Once done with the setting up of a website, you should now think about how the major search engines view your site. Forget about testing for Firefox, Explorer, Safari, and Chrome. Search engines are actually the ordinary browsers everybody uses. Fortunately, search engine optimization or SEO does not refer to any terrible design or some mysterious black magic. Rather, they are good and sensible things you should do to please both human visitors and search engines. Here are all time tips about SEO to help you rank better on major search engine giants – Google and Bing.

Words – Each word posted on your site counts. You should create content for humans rather than search engines. The site content must be relevant to the niche of your site. Do not even attempt keyword stuffing. Low quality content and keyword stuffing are the best way to attract a huge penalty from Google, which includes being blacklisted. To avoid such a mishap, find the right keywords for your site; you can use either the Bing keyword tool or the Google Adwords keyword tool.

Links – This is another element that distinguishes boys from men in the SEO industry. The best way to make search engines ‘smile’ at your site is to integrate in some links from other sites. Google and Bing will approve your web pages, as they will see the links as a recommendation for important information. Of course, include reputable links. Moreover, pay attention to the words used in links. To win the approval of search engines, you need to have well-spread, relevant keywords in your content.

Tags – This refers to those special tags that you may add to the webpage’s head section that search engines read. Meta tags are the best way for webmasters to offer search engines with information relevant to their sites. With the meta tags, you can provide relevant information to all kinds of clients. Do not skimp on the meta tags. If you want to see long-term fruits on your site, spend more time working on these tags.

Reputation – To earn a good reputation, post fresh, unique and relevant content to your site regularly. Additionally, include quality, incoming links from several reputable sites. The regular flow of content will signal the search engines’ bots and spiders to come running and look at your site. With great content, your site will definitely be on its way to better ranking.

Implement these SEO tips, and start experiencing a huge difference in your online business. Find more tips about SEO here.

Steps You Must Take to Rise in the Wake of the Penguin Algorithm Update

Penguins are adorable animals, but the Google Penguin is far from adorable considering that it has been responsible for large-scale panic on the SEO arena since its launch in April 2012. The message that Penguin sent is strong, laying emphasis on SEO basics in order to survive future updates. Take it as Google’s early sign of the importance of content relevance, regardless of whether you are into white hat practices or black hat tricks. Therefore, as you consider whichever strategies are trending, look through this lens.

Understand one thing- Google doesn’t really give a hoot about what practices used to work in the past. The reality is that providing relevance has become top priority for the search giant, and you must race fast to keep up. This means that in the aftermath of the Penguin update, you have to recreate your link profile.

It is essential that you gain an understanding of your link profile and avoid using low-quality links that are combined with anchor texts to try and enhance their value in order to improve your ranking. Penguin certainly comes with intolerance for such manipulative link-building strategies, and it is just safer to keep away from them. Consider the following metrics:

  • The distribution of anchor texts.
  • The distribution of the type of link you use (such as comments on blogs, article repositories and directories).
  • Distribution of page authority and domain authority.

You must then learn the sources of good links. Great sources include reputable pages, on which multiple sites link to. To build a high-value link, you need to build it on a page that has high-quality content that is sure to be of great value to the web user. Your link should also not be replicated again and again on that linking site. You may also not know this, but high value links are a domain’s link authority’s main drivers. With such knowledge, you can acquire links that will add your SEO value and improve your ranking even though you cannot control the operations of the major search engines.

You then have to define a crawl path and put the webpages that you consider most important high on the path so that they can receive maximum link authority. You must also take another look at your website’s structure, and understand each page type in order to determine those of low value. They have thin or duplicated content, and you need to ‘un-index’ them. When you have no knowledge of your website’s structure, it is impossible to figure out what’s wrong. Whatever changes you implement, it is always a wise idea to maintain your URL.

Bear in mind, though, that even as you set up your content and index it, you have to closely monitor the site in order to ensure all your SEO strategies are working. There are great tools for SEO monitoring, such as Google Analytics Debugger and robots.txt or Meta tags. Finally, implement inbound marketing in order to maximize your organic traffic. Move to action and do not allow yourself to be caught in a panic in future.

The Greatest Secret to Understanding the Latest SEO marketing Trends

SEO marketing is no longer what it used to be. Nowadays a lot of factors are at play in influencing SEO trends, and only the smartest SEO services experts are able to keep up with these changes. The direct result of smarting up to these changes is websites getting to enjoy improved rankings, while disregarding the changes has resulted in many webpages suffering lowered rankings or becoming webspams. Webspams are websites that are considered low quality by the search engines because of their use of manipulative strategies to try and win traffic and rankings.

Without wasting much time, let’s get to the root of the latest SEO trends. So you want to know why your SEO strategies are not working in spite of trying out all the tricks that the latest trends are bringing up. If you have not factored in the Google algorithm updates, then you might as well pack up and go home.

Google is at the height of its war on webspam, churning out daily updates of its algorithms at an average of one-to-two. When you understand the impact these updates have on your ranking, this is the only time you will be able to redefine your SEO strategy and actually yield profitable returns. Therefore, take time and understand the Panda and Penguin updates, which are the major contributors to the panic that website owners experienced last year and earlier this year.

The Panda Update, which was first introduced in February 2011, focuses chiefly on content relevance, whereby it downgrades content that has no depth or that has been duplicated. Its heaviest impact was felt then, and the updates experienced now are mere tweaks of relatively light impact. The sites that have been affected by this kind of algorithm are those specialized in similar stock product descriptions. Content farms have also been affected; these are the sites that are dedicated to the production of thousands of content pages, but the information they contain is useless. Beating the negative impact of this update simply calls for producing content that is unique, fresh and relevant.

The Penguin Update was launched earlier in the year, in April, and its consequences are still greatly being felt. This algorithm targets those websites whose link profiles are low quality. In past years, link-building strategies have always focused on easy ways of acquiring links, such as through comments on blogs, article repositories and directories. Anchor texts that have been highly optimized then used to be paired with the links in order to increase their value. Google now considers this strategy of building multiple low-quality links to influence rankings as a manipulative strategy. You must, therefore, create content that is valuable and compelling, even in your link-building endeavours.

As you rethink your SEO marketing strategies, be guided by Google’s algorithmic mantra of high quality and compelling content.